Buttons

Not all website buttons and calls-to-action are created equal. While there are no absolutes when it comes to buttons, there are best practices that help our buttons to stand out, make sense and inspire action.

Do

• Inspire action: Website buttons are all about creating calls-to-action, or CTAs. These should be action-oriented, second-person verbs.
• Include context: It’s unlikely that users will click on a button that doesn’t fit the context of the page. Ensure the destination page includes the same language as the button. For example, if you are encouraging someone to download a report, ensure the button includes the word “report” rather than some other descriptor.
• Communicate value proposition. Clicking the button should provide an obvious benefit to the user. Why should they bother following the link; what’s the value in doing so?
• Use concise language. Aim to use just one or two words on your buttons, and remember that they should be action-oriented.

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Don’t

• Haphazardly use them. Ensure your buttons are placed in obvious, central locations on the page. Keep them nearby contextual information so it’s obvious what the button is in reference to.
• Let buttons blend in. Buttons should be bold features on the page. They should stand out and attract the eye rather than get lost in a sea of text or images.
• Confuse the reader. Use language that makes it very clear where the button will lead the user to, and use words that are easily recognisable by all users.

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